Taiwan telecommunications label HiNet has topped Media magazine's November TVC recall list with ads amply demonstrating a sense of speed, fun and humour.
Scoring 77 points, HiNet ADSL Broadband TVC was produced by Batey. The creative work was to promote speed and quality, making use of cybergames which require a high-speed connection.
With its colourful 3-D storyboard, the TVC scored especially highly with the younger sector aged 15-34, among whom the recall rate shot up to 81 points.
The creative idea is based on the line, 'You are not in the same channel if you don't use HiNet ADSL.' It features a group of cybergame characters not willing to play with the other 'swordsmen' who are not moving as quickly as they could, suggesting that they are not using the HiNet service.
"The TVC reveals the importance of choosing the right ISP. It targets all ISP prospects," Sally Chang, Batey Taiwan account manager, explained.
The Taiwan telecommunication markets is believed to be one of the most competitive in Asia, where attracting the attention of potential customers is never easy.
"The reason we believe this TVC has caught the imagination of TV audiences is its funny storyboard. In addition, it capitalises on the trend of cybergaming.
Facing a competitive telecommunication market, we chose to use 'occasion' to communicate with customers. And we believe that a daily life story touches customers and works," Chang added.
Meanwhile, other telecommunication brands appeared on the recall chart, including KG Telecom, Far Eastone, and Chunghua MMS, ranked in fourth, 10th and 15th place, respectively.